Impacts of environmental values on tourism motivation: The case of FICA, Brazil

The city of Goias, Brazil, recently launched the International Festival of Environmental Film and Video (FICA) in an attempt to increase tourism revenue and foster an awareness of environmental issues. As an initiative to help develop more effective marketing strategies, this study examined the festival attendees’ sociodemographic/travel characteristics and psychological constructs (motivations and environmental values) using an on-site intercept survey. Specifically, this research examined festival attendees’ motivational differences based on the level of their pro-environmental values, which were measured by the New Environmental Paradigm (NEP) scale. The results indicate that there are some significant motivational differences among the environmental concern groups: Low NEP group, Middle NEP group, and High NEP group. Social marketing approach is recommended for the development of environmentally friendly tourism events.